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Journals / Gaziantep Üniversitesi Sosyal Bilimler Dergisi / 2022 / Cilt: 21 - Sayı: 1

The Impact of Hedonic and Utilitarian Values on Airline App Users' Recommendation Behavior and Repurchase Intention

Hedonik ve Faydacı Değerlerin Havayolu Uygulaması Kullanıcılarının Tavsiye Davranışı ve Yeniden Satın Alma Niyeti Üzerindeki Etkisi

İnci POLAT
İbrahim Halil SEYREK
Pages
419–430
Publication Date
2022-01-26
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

However, it shows that only utilitarian value has a positive significant effect on repurchase intention whereas hedonic value doesn’t have a significant effect on the study.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to examine the effect of hedonic and utilitarian value on recommendation (word-of-mouth and electronic word-of-mouth) and repurchase intention.
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Key Findings & Data:By using a convenience sampling method, data were collected from 122 airline app users.
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Conclusion & Impact:However, it shows that only utilitarian value has a positive significant effect on repurchase intention whereas hedonic value doesn’t have a significant effect on the study.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:hedonik değer · faydacı değer · tekrar satın alma niyeti

Abstract

The purpose of this study is to examine the effect of hedonic and utilitarian value on recommendation (word-of-mouth and electronic word-of-mouth) and repurchase intention. For this purpose, it is collected data from the airline passengers who actively use the airline app. By using a convenience sampling method, data were collected from 122 airline app users. The reliability analysis, confirmatory factor analysis will be applied to the data obtained in order to determine the factors that make up the dimensions in the research model. The relationship in the research model provided in the study is evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study indicated that both hedonic value and utilitarian value have positive effects on air passengers’ recommendation behavior. However, it shows that only utilitarian value has a positive significant effect on repurchase intention whereas hedonic value doesn’t have a significant effect on the study.

Özet

Bu çalışmanın amacı, hedonik ve faydacı değerin tavsiye (ağızdan ağıza iletişim ve elektronik ağızdan ağıza iletişim) ve tekrar satın alma niyeti üzerindeki etkisini incelemektir. Bu amaçla havayolu uygulamalarını aktif olarak kullanan havayolu yolcularından veriler toplanmıştır. Kolayda örnekleme yöntemi kullanılarak havayolu uygulamalarını kullanan 122 yolcudan elde edilen verilere, araştırma modelinde boyutları oluşturan faktörlerin belirlenmesi için güvenirlik analizi, doğrulayıcı faktör analizi uygulanmıştır. Çalışmada önerilen araştırma modelindeki ilişki, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (KEKK-YEM) kullanılarak değerlendirilmiştir. Çalışmanın sonuçları, hem hedonik değerin hem de faydacı değerin hava yolcularının tavsiye davranışları üzerinde olumlu etkisi olduğunu göstermiştir. Ancak, sadece faydacı değerin tekrar satın alma niyeti üzerinde pozitif anlamlı bir etkiye sahip olduğu, hedonik değerin ise tekrar satın alma niyeti üzerinde istatistiksel açıdan anlamlı bir etkisinin olmadığı bulgulanmıştır.

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Cite This Article

POLAT, İ., SEYREK, İ. H. (2022). The Impact of Hedonic and Utilitarian Values on Airline App Users' Recommendation Behavior and Repurchase Intention. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, Cilt: 21 - Sayı: 1, 419–430. https://ajindex.com/articles/402190

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